Pengaruh Daya Tarik dan Keuatan Iklan Terhadap Minat Beli Di Kota Makassar

AKMEN Jurnal Ilmiah

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Title Pengaruh Daya Tarik dan Keuatan Iklan Terhadap Minat Beli Di Kota Makassar
Pengaruh Daya Tarik dan Keuatan Iklan Terhadap Minat Beli Di Kota Makassar
Creator Dewi, Ratna
Description Objectively, this study aims to examine and examine the effect of advertising attractiveness and advertising power simultaneously on buying interest in Makassar City. This study involved a sample of 75 as many as respondents using Mobile Advertising in Makassar City. This study uses primary data collected using a questionnaire. Methods of descriptive data analysis and multiple regression analysis models partially or simultaneously test the relationship between the independent and dependent variables. The results showed that partially the advertising attractiveness variable had a significant influence on buying interest in the city of Makassar. The power of advertising can make a positive contribution to consumer buying interest in Makassar. Submission of information through messages that are easy to remember, different from competitors create a need to increase consumer buying interest. Simultaneously the attractiveness of advertising and the power of advertising has a positive and significant effect on consumer buying interest in Makassar City
Secara objektif, studi ini bertujuan Untuk menguji dan mengkaji pengaruh Daya Tarik Iklan dan Kekuatan Iklan secara simultan terhadap Minat Beli di Kota Makassar. Studi ini melibatkan sampel 75 sebanyak responden pengguna  Mobile Advertising yang ada di Kota Makassar. Penelitian ini menggunakan data primer yang dikumpulkan menggunakan kuesioner. Metode analisis data deskritif dan model  analisisis regresi berganda untuk menguji secara parsial maupun secara simultan hubungan antara variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa Secara parsial variabel Daya Tarik Iklan  memiliki pengaruh yang signifikan terhadap Minat Beli Di  kota Makassar. Kekuatan iklan  mampu memberikan kontribusi yang positif terhadap minat beli konsumen di Makssar. Penyampaian informasi melalui pesan yang disampaikan mudah diingat, berbeda dari pesaing, menciptakan kebutuhanmembuat minat beli konsumen meningkat. Secara simultan daya tarik iklan  dan kekuatan iklan berpengaruh positif dan signifikan terhadap minat beli konsumen Di Kota Makssar
Publisher Lembaga Penelitian dan Publikasi Nobel Indonesia
Date 2021-08-30
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Source AkMen JURNAL ILMIAH; Vol 18 No 2 (2021): AkMen JURNAL ILMIAH; 209-218
Language eng
Rights Copyright (c) 2021 AkMen JURNAL ILMIAH

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